Cultural Approach Towards Brandsing by Starbucks

Investigation of social methodology taken by Starbucks to marking in worldwide commercial center ABSTRACT: _The global advertising vows to take care of administrative issues utilizing specialized and universalizing approach. Ethnocentric way to deal with marking is been received by the analysts. As the worldwide market builds up this is by all accounts hazardous. Consequently it is significant that some key premises and establishment should be reexamined. The marking research should be verifiably and relevantly grounded, polycentric in direction, and intensely receptive to the representative centrality of brands of various types. Presentation: Brands are going wherever in the worldwide well known market. The Nike tick mark, the Coco-Cola image or McDonald’s M triggers tens and several reactions. Brands are turning out to be basic piece of our way of life in this manner there is an extraordinary requirement for worldwide promoting researchers to change with the changing worldwi de economic situation and furthermore add to the open disharmony of marking rehearses. The hypothesis and instruments accessible are not adequate to break down the multifaceted nature of globalization and the brands job in it. The universal showcasing still doesn't propose the proper hypothetical and methodological difficulties brought by globalization, and furthermore in marking. Point: Study of social methodology taken by Starbucks to marking in worldwide commercial center. OBJECTIVE: Theoretical and methodological outline for examining the social job of Starbucks in worldwide market. Writing REVIEW: 1. A* Cultural Approach to Branding in the Global Marketplace*. Audit: Related Questions: Premises: What social contrasts (national, territorial) do marking procedures implant? How have distinctive marking ideas and speculations risen and for what purposes? Expository methodology: How do conventional brand scenes influence globalized brands? How do brands at various geological scales associate in showcase space? What sorts of mythic components make for good brand stories? Would we be able to anticipate the development of â€Å"antibrands† (e. g. , Mecca Cola, reasonable exchange)? Units of examination: How do brands globalize? What exactly degree do different brand models decipher across societies? Is it conceivable to build up a file of monetarily convincing story components? Audit: The Starbucks Brandscape and Consumers’ (Anti-corporate) Experiences of Globalization Review: Significance of Research: Help Starbucks comprehend the social impact on globalization. Help Starbucks to receive proper technique relying upon the social viewpoints and shopper conduct geologically. Information assortment: Journals from Internet. Individual visit to Starbucks. Meeting with the staff and administrator of Starbucks. BIBLOGRAPHY: Burgess, Steven M. furthermore, Jan-Benedict E. M. Steenkamp (2006), â€Å"Marketing Renaissance: How Research in Emerging Consumer Markets Advances Marketing, 23 (4), 337â€56. Aaker, Jennifer and Patti Williams (1998), â€Å"Empathy Versus Pride: The Research, 25 (December), 241â€61.

Abortion Essays (1761 words) - Human Pregnancy, Abortion, Fertility

Premature birth Essays (1761 words) - Human Pregnancy, Abortion, Fertility Premature birth arah Park Task #2 Revise December ninth 1998 During the previous century, premature birth has joined race and war as one of the most begging to be proven wrong subjects of discussion in the United States. The issue of premature birth causes conversations about human cooperations where morals, feelings and law meet up. There are numerous reasons why ladies choose to have premature births. A few ladies have premature births due to wellbeing confusions, some have conjugal issues, and some need duty. Whatever the reasons a lady chooses to have a premature birth, it appears to be just supported that she ought to have the option to settle on choices with respect to her life and body. The choices that she makes concerning what she does with her body and the embryo will be valuable to both the lady and the baby since it will keep numerous issues from happening later on. On the off chance that a lady were to have an undesirable infant, she may disregard or even maltreatment the kid making the youngster go into the consideration of the a dministration. Carrying an undesirable kid into the world is unjustifiable to the blameless youngster and the lady. The administration has no legitimate explanation in carrying an undesirable life into the world. Carrying an undesirable youngster into the world isn't useful to the guardians, the kid and the administration, in such a case that the guardians can't deal with the kid, in the end, the legislature will be liable for the kid. The option to have a premature birth is close to home and basic to a womans life, on the grounds that having a child in ones life causes sensational changes. Pregnancy and labor can keep ladies from keeping and landing positions. At the point when ladies are pregnant numerous businesses would prefer not to enlist them since when the lady has an infant, the organization or manager should even now pay her for the time that she is unemployed by law. Additionally, raising an infant and accommodating all the necessities that a youngster has is a great deal of cash, which can make an inadequate salary for some ladies. Another factor that forces on ladies when they have kids is simply the measure of time they have for themselves as well as other people past the child. Ladies feel that it keeps them from offering types of assistance for other people and time for themselves. At times after a pregnancy and labor, numerous ladies need to surrender their fantasies on beginning in school or wind up dropping out on the grounds that they don't possess the energy for it. They need to abandon something that will altogether impact her family and her future. Pregnancy greatly affects the womans future and her future relationship with her family. Much of the time of undesirable pregnancies, the ladies are not hitched. These ladies deepest cases can't return home and declare that they are pregnant and be pleased with it. Their pregnancy would be am humiliation and disrespect to the family. A few families would propose to the pregnant lady about abandoning her, tossing her out of the house, and cutting off family interchanges and riches. A large number of these ladies can't manage loosing their family and the new way of life that they need to confront. So as to forestall losing their family and having an extreme existence, they investigate the alternative of premature birth. Ladies ought to have the decision of choosing what might be best for their future, regardless of whether they are prepared to change their way of life and choose the connection among themselves and their family. A lady is equivalent to a man. However, during a pregnancy, when the lady doesn't have the decision to prematurely end the hatchling becoming within her, she isn't his equivalent. A man can essentially pull back from a relationship when he gets some answers concerning a pregnancy. He has the decision of staying and supporting the pregnant lady, or the decision of leaving her and the advancement of another life. He can essentially say a sentence or get his packs and leave while a totally different life is becoming within her, a real existence that she can't dispose of except if she has proficient assistance. Without the decision of fetus removal, a lady doesn't have similar options that a man would have. With the option to have

Advanced Citizenship, 2016 Edition A Reading List for Becoming an Informed Voter

Advanced Citizenship, 2016 Edition A Reading List for Becoming an Informed Voter Four years ago, I wrote a post in advance of the presidential election that, in many ways, is both still relevant and widely outdated. Were facing what could likely be the most significant election in most of our lifetimes that will have the most wide-reaching and potentially long-lasting consequences. Some of my previous suggestions are still relevant (see: The Handmaids Tale,  Whats the Matter with Kansas, A Peoples History of the United States, etc.). But the American landscape had changed dramatically in the last four years, and the issues we face, that are most contentious between  the Clinton and Trump campaigns, are not only complicated, theyre fundamental aspects of American citizenship.  If youre looking for some primers to get up to date before you head to the polls on Nov. 8th, this updated list will help you out.         1.  Big Girls Dont Cry: The Election that Changed Everything for American Women  by Rebecca Traister.  Even though it was written after the 2008 election, Traisters examination of feminism and sexism in the midst of Hillarys first presidential run is all the more relevant now. Take the revelations in it and multiply them. 2. Dark Money: The Hidden History of the Billionaires Behind the Rise of the Radical Right  by Jane Meyer.  The Koch brothers are one of the most powerful forces in American politics, and with the passage of Citizens United, a bill that allows for previously illegal sums in political contributions that open the doors of influence, the red carpet was rolled out. With Clinton vowing to repeal it and Trump enjoying its spoils, this examination is required reading if you want to understand the economics behind our political system and why Trump likely hasnt paid federal taxes in 18 years. 3. Americas Bitter Pill: Money, Politics, Back-Room Deals, and the Fight to Fix Our Broken Healthcare System  by Steven Brill.  In the wake of Obamacare, Brills look at the political fight for its passage is great background when looking at possible futures of healthcare under either a Clinton presidency or a Trump presidency and understanding why it matters. 4. Ratf**ked: The True Story Behind the Secret Plan to Steal Americas Democracy  by David Daley.  You might think that voting rights are a thing of the past, a remnant of 1960s Civil Rights era politics, but in the wake of President Obamas 2008 election, Right Wing politicians scrambled to keep hold of an  electoral map that is  as red as possible, using among other things   Citizens United to do  so. The consequences of their underhanded tricks will be on full display in November. 5. Black Flags: The Rise of ISIS by Joby Warrick.  This Pulitzer Prize-winning look at the most prominent Middle Eastern terrorist group is told with the gripping narrative usually reserved for thrillers and mystery novels. Tracing the origins of ISIS (which includes two unwitting US presidents), Warrick paints a picture of our worlds most dangerous extremist threat.           6.  Hillbilly Elegy: A Memoir of a Family and Culture in Crisis by  J.D. Vance. Part memoir, part social analysis, Vance examines poor rural America in the lens of his own Appalachian family. His family history reveals along with sociological studies the changing idea of the American dream and the shifted definition of the middle class. A personal and deeply moving look at the struggles of Americas white working class. 7. Strangers in Their Own Land: Anger and Mourning on the American Right  by  Arlie Russell Hochschild. Addressing the ever-widening gap between the Right and the Left, Hochschild examines a movement  (the Tea Party), a state (Louisiana), and an issue (environmental pollution) to reveal the heart of American conservatives and open a door, particularly to liberals who do not understand what’s happening in  the hearts  of the country’s right wing voters. Empathy, she argues, is key to closing that gap. 8. Between the World and Me by Ta-Nehisi Coates.  Perhaps one of the most politically divisive movements of the last few years is #BlackLivesMatter, and nowhere else is the root of racism in America better articulated than in Coates award-winning cultural critique. If you are looking for one book to read before the election, make it this one. 9.  Asking for It: The Alarming Rise of Rape Culture and What We Can Do about It by Kate Harding. The term rape culture has finally entered the mainstream lexicon, but, Harding argues, the system still supports the accused over the accuser. With her no bullshit take, she examines rape culture, what that means in our modern political landscape, and how we can work to dismantle the system in which only 5 of 100 rapes results in a felony conviction.   10. The Morning They Came for Us: Dispatches from Syria by  Janine Di Giovanni. The civil war in Syria is at the heart of many issues in this political season: refugees, isolationism vs. interventionism, jihadism, etc. This intensely personal account of the authors last four years in Syria as the country underwent revolution and then utter devastation is a  heartbreaking  testimony to human resilience.       11.  The New Jim Crow: Mass Incarceration in the Age of Colorblindness  by  Michelle Alexander. Former litigator Alexander scrutinizes the US criminal justice system, which operates ostensibly as a colorblind institution but which actually decimates communities particularly men of color. Also relevant is Alexanders explanation how the modern Republican party built its base. 12. Listen, Liberal: Or, What Ever Happened to the Party of the People? by Thomas Frank.  His iconic political treatise,  Whats the Matter with Kansas, made the last version of this list, but his unflinching examination of the Democratic Party is especially important in an election in which blaming the stupidity of Republicans  is an  easy answer for the rise of liberals. Its not that simple, Frank argues, and his extensive research into the ways in which modern  Democrats are failing to fulfill the  philosophical goals of the party is delivered with his trademark sardonic wit. 13. Too Dumb to Fail: How the GOP Went from the Party of Reagan to the Party of Trump  by  Matt K. Lewis.  Then again, the party of Trump really may be the downfall of the Republican party, whether the Democrats help it along or not. Lewis a young leader of the conservative movement traces the GOPs history and posits an argument to save the modern Republican party from falling into anarchy. 14.  The Court and the World: American Law and the New Global Realities  by Stephen Breyer.  Who better to explain the role of the Court in todays modern world than Associate Justice of the Supreme Court Stephen Breyer? And why should you care? Because the next president will choose at least two, possibly three or more justices, which will have so great an impact on the future of not only the country but the world that the scope is close to unimaginable. Justice Breyers examination takes the smallness of the world and the courts crucial role within it into consideration in this timely and necessary book. 15. A Question of Choice: Roe v. Wade 40th Anniversary Edition  by Sarah Weddington. Originally published for  the 20th anniversary of Roe v. Wade by the lawyer who argued the case in front of the Supreme Court, this updated version includes a new chapter about the current state of womens health in the political sphere. Just as Breyers book above provides a good overall view of where we stand with SCOTUS, Weddingtons book shows us exactly whats at stake.         16. The Fire This Time edited by Jesmyn Ward.  Inspired by James Baldwins landmark book about race  The Fire Next Time, Ward gathers 18 pieces from landmark writers who examine race in 21st century America, answering questions about whether we live in a post-racial world or whether people of color are any better or worse off than they were 50+ plus years ago,  since  Baldwins original essay was published. Its a stirring collection, full of original and powerful voices. 17. The Book of Unknown Americans by  Cristina Henriquez.  Examining immigration into America can certainly be done in nonfiction, but capturing the immigrant experience is best done in fiction, which is what Henriquez has done and brilliantly so. Through a love story between a Panamanian boy and a Mexican girl, readers  are asked to examine not only their own definitions of what it means to be an American, but the idea that more than one definition exists. 18. Redeployment by Phil Klay.  Winner of the National Book Award, Klays collection of short stories examines our ongoing wars and  the people directly impacted by them: soldiers and their families. As the characters come to terms with not only the things they seen and done, Klays moving and brutal language slams  home the point that no one makes it out unscathed. 19. Citizen: An American Lyric  by  Claudia Rankine.  Of course a book called Citizen is going on a list about citizenship. Rankines incredible volume of poetry addressing the everyday aggressions of racism in the US is a must-read, whether youre a poetry fan or not. 20. Bitch Planet, Vol. 1 by  Kelly Sue DeConnick and  Valentine De Landro.  Listen, I wont pretend that Im not terrified of an actual dystopian future in which President Trump jails women for acts against the patriarchy. Prepare yourself for the possible coming gender wars, friends. Sign up for True Story to receive nonfiction news, new releases, and must-read forthcoming titles.

Gender Inequality and Family Structure - 800 Words

Gender Inequality and Family Structure Gender is the oldest form of categorization among society. The problem is not that gender is a differentiating category, but that the female gender is exploited through both benevolent and hostile sexism that creates unequal conditions. Given the biology of males and females, physically and neurologically, it is not farfetched to assume that it is natural for men and women to have tendencies associated with different social roles. Attitudes and behaviors shape how people define parental roles and family structure. Family structure is strongly correlated to class and gender inequality (Murray 171). Providing affordable educational opportunities and counseling and welfare programs which hold parents,†¦show more content†¦Looking back, we can see that attitudes change over time based on events and movements. The 1920s saw the peak of the Womens Suffrage movement. Gender equality has made strides in progress over the last century, but the f eminist movement has played out very differently for the diverging classes of America (Massey 237). The problem of gender inequality is perpetuated by the unfair distribution of parenting responsibilities within a significant portion of the population. Attitudes shape everyday decisions and are embedded in policy decisions. Take for example, the former exclusion of married women from the definition of rape. According to this exemption, consent to marry was consent to all future sexual acts with her husband. Today, conformity with such a belief or law is absolutely horrific to conceive. Douglas S. Massey discusses stereotypes of housewives are perceived as warm, or likable, but not competent. On the other hand, career women are perceived as competent, but not likable (216). These attitudes influence womens career decisions based on the need for greater flexibility for the sake of having the greater responsibility of family management and childcare, whether this need is by choice or c ircumstances beyond ones control. Competent women who break through glass ceilings are often stigmatized for their perceived negligence of the roleShow MoreRelatedIn His Account of the Sociological Imagination, C. Wright Mills (1959) Distinguishes Between ‘Private Troubles’ and ‘Public Issues’. Discuss in Relation to Domestic Violence.746 Words   |  3 Pagescouples in the privacy of their homes and affects the individuals involved personally (Knoblock, 2008). But if we look closer, domestic violence is largely driven by social forces and structures (Furze, Savy, Brym, Lie, 2008). Ideologies and social norms about men and women such as patriarchy and gender inequalities contribute greatly to the occurrence of domestic violence in society. Hence C. Wright Mills’s concept of the sociological imagination, â€Å"the quality of mind to see what is going on in theRead MoreAnalysis of Gender Inequality with a Focus on Feminist Ideas Essay804 Words   |à ‚  4 PagesAnalysis of Gender Inequality with a Focus on Feminist Ideas The goal of this paper is to describe and analyze gender inequality, focusing on the history of feminist ideas. I will start with a basic overview of the entire feminist movement, and will then analyze feminism more specifically. In this analysis I will focus on the different types of feminism. Most notably of these types will be the main groups that consist of socialist feminists, liberal feminists, and radical feminists. I will describeRead MoreGender Inequality863 Words   |  4 PagesProfessor Fischer Gender Inequality in a Global Perspective What is Gender Inequality? Like others, a social problem that is widespread in American society is Gender inequality. 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In our society gender equality can be hard to notice sometimes but in other cases it is very obvious such as pay scale for jobs. Many efforts have been taken in the past to get rid of this unequal gap between genders especially in the modern workplace. It is difficulty for many of us to think about gender inequality especially consideringRead MoreSocial Inequalities Within New Zealand Essay1322 Words   |  6 PagesThis essay will be discussing the social inequalities within New Zealand. These inequalities can include unequal income, education and healthcare. Through extensiv e research of academic resources, I will be discussing how educational, family, social and political factors contribute to the development of these inequalities. I will also be providing a line graph that shows the unequal income between classes and a second line graph that demonstrates the difference in student success between high decileRead MoreGender Inequalities And Gender Inequality922 Words   |  4 PagesGender Inequalities in Education Judge Sonia Sotomayor states, â€Å"Until we get equality in education, we won t have an equal society. That quote resonates throughout the world because of gender inequality in education. Researchers believe gender inequality still exists in the 21st century. Through research, controversial opinions exist about inequality in schools and what has been done to address this situation. What is gender equality? Gender inequality refers to disproportionate dealing or assessmentsRead MoreFeminism Is An Interdisciplinary Idea881 Words   |  4 Pagesinterdisciplinary idea. In sociology, feminism broadens our ideas on gender and transforms it into a major field of study. George Ritzer, in Contemporary Sociological Theory and Its Classical Roots, breaks feminist theory down into four major varieties, gender differences, gender inequality, gender oppression, and structural oppression. He then explains the different forms of feminism seen in each variety. The first variety, gender difference, describes, explains, and traces the implications of howRead MoreWhy Do Women Occupy the Subordinate Position in the Sex/Gender System851 Words   |  4 Pagesthe Sex/Gender System? Gender inequalities between males and females have been existent since time began. In the Bible, these gender inequalities are evident with Eve (woman) causing the fall of man and the distancing from our â€Å"Father† and our banishment from Paradise, the Garden of Eden (Genesis 3:7). Not only that, the very creation of Eve, being of Adam and Adam being of God, highlights that women are seen as an afterthought in creation. This brief essay will examine gender inequalities within

The Needs Of The Elderly Patient - 1662 Words

The Administration on Aging predicts that by the year 2060, the U.S. population will top 98 million (Administration on Aging, 2016). As our population of aging adults increases, it’s essential that nurses understand how to care for this population. A key part of that care is lessening the risk for injury in this vulnerable population. This paper is the first in a three-part assignment in which I will interview an individual, over the age of 70, use assessment tools to measure their risk of injury, provide my overall impression of my findings, determine their medication knowledge and identify at least one actual or potential nursing problem. My client for this assignment is a 70 year old woman who I will refer to as J.B. Assessment tools In the field of gerontology, nurses must use a comprehensive process to collect information to fully understand the needs of the elderly patient. This assessment should be holistic covering the individual’s physical, social, psychological and spiritual aspects. It’s also crucial that the nurse evaluate the patient’s level of function and ability to perform self-care activities. This enables the nurse to identify strengths that may enhance the patient’s independence and diminish their disability. For the first part of this assignment, I am using tools and scales to evaluate J.B.’s social history, nutrition, cognitive function, fall risk, and ability to perform activities of daily living. Social History J.B. is a 70 year old womanShow MoreRelatedProper Patient Care Of The Elderly 2875 Words   |  4 Pages PROPER PATIENT CARE OF THE ELDERLY 2 Introduction: Many people come through the doors of health care facilities for numerous reasons. 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Our nation is experiencing an increased growth in the older adult population, this brings the concern for their well-being since they are usually at risk for injuries and poor health in general. The elderly often have decreased and impaired mobility, visual or hearing deficit, numerous chronic health conditionsRead MorePreventions of falls866 Words   |  4 PagesNursing Care of the Older Adult 07/30/2014 Assignment 5- Prevention of falls When dealing with the elderly population it’s important to make sure they are cared for properly. Usually by this age it is hard for the elderly adult to care for themselves and need extra help around the house or need help with activities of daily living. Usually elderly patients are very resistant to getting help because they feel like they are becoming helpless and if they can’t do it themselves,Read MoreAging Bias For The Elderly1446 Words   |  6 PagesIt is important to understand that patients have been experiencing aging bias for a very long time. 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The management of elderly patients is further complicated by numerous aging-related changesRead Mo reFall Prevention on Elderly Patients in a Surgical Ward768 Words   |  4 PagesFALL PREVENTION ON ELDERLY PATIENTS IN A SURGICAL WARD There are various reasons why elderly patients in a surgical ward may fall, injuring them even more almost instantly, the issue of patient’s safety and security have been the primary concern of most hospital and clinical institution but elders do fall unpredictably. Elderly patients at the age of 65 falling is a serious problem, medical professionals has realized the needs to develop a plan to purposely prevent such incidents from happeningRead MoreEssay about Communication1499 Words   |  6 PagesThis assignment discusses barriers to, and methods of, effective communication with people who are confused by reflecting on my experience in communicating with an elderly confused patient. Specifically, and within the scope of this assignment, I reflect on two methods of effective communication with elderly confused patients; one verbal (reality orientation) and one non-verbal (touch). During my first placement I was asked to assist in the care of Elsie (pseudonym), an 86 year old lady admitted

Huntsville Project Team Meeting Free Essays

HUNTSVILLE PROJECT TEAM MEETING As the Huntsville project manager to effectively coordinate and host a progress meeting with team members. There are three things that must be accomplished: meeting objectives; use the minimum amount of time; and participants should leave with a sense of direction and effectiveness in the meeting process. With these criteria in mind, the process of structuring, planning, preparation, and execution of the Project Progress Team Meeting will be a definite success. We will write a custom essay sample on Huntsville Project Team Meeting or any similar topic only for you Order Now Predetermine the outcome and purpose of the meeting. Prior to setting the meeting objectives, I have to decide the end results or what I want this meeting to accomplish; whether it’s decision based, to generate ideas, update the status of the project, etc. so that it maximizes the allotted time and all participants can come prepare. Under all the stress of schedules, and time constraints; time is a precious resource during the life of a project and it should be used wisely. Therefore, during the planning stage of this meeting, I owe it to my team members and myself to streamline the meeting in the most effective way to meet and cover all objectives in the least amount of time. In doing so I would prepare the agenda with the following factors in mind: priorities the agenda to determine what absolutely has to be covered; define the end result (what I want the meeting to accomplish); identify who needs to be in attendance and if required consider previously scheduled obligations so that I pick the superb time and date for max participation. With solid objectives, a tight agenda and a commitment to involving the meeting participants in the planning, preparation, and execution of the meeting, it’s a common curtsy to circulate the agenda to participants (team members) to get their feedback and buy-in. This gives them the sense of belonging and lets them know they’re actively contributing to the success of the project. Prior to closing the meeting I think it’s important to reintegrate the highlighted points of the meeting and identify any team member due out so that everyone leaves the meeting on the same accord. Sending out meeting notes to assure objectives were met, would be the icing on the cake. How to cite Huntsville Project Team Meeting, Essay examples

Rumble Fish Essay Research Paper SummaryRumble fish free essay sample

Rumble Fish Essay, Research Paper Drumhead Rumble fish is a narrative narrative where a male child named Russell-James meets up with his old friend Steve and remembers the yesteryear. It all started with Russell-James ( Rusty-James was his moniker ) saw his old friend Steve. They talked for a piece when Russell-James is reminded about the knife battle he had 5 old ages ago because of his reunion with Steve. { Flashback } His narrative started out with him being told that he would be killed in the pace behind the ally by Biff in the late afternoon. He went to the battle and about did acquire killed until his brother the Motorcycle Boy stepped in and took down Biff in one interruption of the carpus. The narrative continues with Russell-James thankful that his brother is back from LA, but he is earnestly wounded but does non desire to travel to the infirmary, so he passes out one time or twice due to miss of blood. We will write a custom essay sample on Rumble Fish Essay Research Paper SummaryRumble fish or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The narrative negotiations about why Russell-James and Steve ere friends, and how Russell-James got expelled from his old school, but many of these events do non add to the chief secret plan of the narrative. One dark the # 8220 ; Motorcycle Boy # 8221 ; , Russell-James, and Steve took to downtown. Steve, moving queerly since his female parent was in the infirmary, st arts drinking and throwing up (Steve never drinks so this is not normal). Eventually, â€Å"Motorcycle Boy† looses his regular toughness and feels sorry for the first thing in his life: His lack of being able to see color. He wanted to see the bright yellow city lights, and the red of neon signs, but is unable to. That night the trio go to a party and â€Å"Motorcycle Boy† leaves without Steve and Russell-James. When the now duo leave, they are muged by a gang and are both half dead. Once again, â€Å"Motorcycle Boy† steps in and helps out, almost killing the two gang members for what they have done. The story goes on and we learn that Russell-James girlfriend Patty dumps him and how Steve s father is abusive. But the main part near the end of the story is how â€Å"Motorcycle Boy† becomes obsessed with rumble fish (Siamese fighting fish) at the near by pet shop because of the colors he cannot see on them. On the Saturday night of that same week, â€Å" Motorcycle Boy† breaks in the store, takes all of the animals in there, and releases them. Both of the boys were sent to jail (Russell-James tagged along). {End Flashback} The story ends in the present where Russell-James says goodbye to his good friend Steve and they both take different ways.